Nortek Monday announced the formation of a new "Core Brands" group, which will bring together ten technology solutions brands under the company's umbrella.

Based in Petaluma, Calif., the new group will include the Aton, BlueBolt, ELAN, Furman, Niles, Panamax, Proficient, SpeakerCraft, Sunfire and Xantech brands.

Bill Pollack heading up the group with his Panamax colleague Dave Keller handling worldwide sales. Keith Marshall, of SpeakerCraft and Proficient, will handle channel management, with Paul Starkey heading up marketing.

“The formation of Core Brands reflects the strategic refocusing currently taking place as we pursue new markets and new opportunities to serve our dealers, channel partners and end users,”Nortek President and Chief Executive Officer Michael J. Clarke said as part of the announcement. “We expect that combining the unique capabilities of each of these 10 formidable brands will deliver new and powerful benefits they can only achieve as a group.”